Wrap Film All Over the Floor

Adrian Brown, Wrap Film Systems’ managing director, at the company’s PLMA Trade Show booth.

No, aluminum foil and cling film from Wrap Film Systems Ltd. weren’t used to carpet the aisles at the recent Private Label Trade Show. They were found all over the show floor in the booths of exhibitors on both levels of the exhibit hall that used them to prepare, serve or store their own food product samples in a special cross promotion intended to increase the visibility of Wrap Film and it’s partners.

Wrap Film kicked off its efforts with a series of multiple ad insertions in pre-show issues of Private Label magazine. The running ad theme, “The Future of Foil and Film,” set forth the company’s contention that all consumer food wraps will eventually be sold in its unique self-cutting packaging.

Show visitors were invited to ‘’See the Future” in Wrap Film’s booth by similarly designed tent cards placed next to sample rolls used in promotion partner’s booths throughout the show. Wrap Film, in turn, prominently displayed a sign in its own booth directing visitors to the various booths in which its products could be found. The sign, incorporating the full color logos of the cross promotion partners, was also reproduced as a flyer for those who wanted to take the list with them.Chicken processor Crider Corporation placed several Wrap Film rolls at eye level on shelves next to their triple booth’s conference table.

 “We’d be happy to help a client of Lew’s in any case,” said veteran Crider executive Dick Lanke, “but this product performed exactly as we were told and we were all impressed with the wrap and it’s handling simplicity. “

 Lanke’s opinion of the Wrap Film products got a practical workout when a team from a major retailer, meeting with him in the Crider booth, spotted the display and asked if Crider was now selling food wraps.  He told the buyers that the wraps came from friends over in the non-food hall and promptly demonstrated the cutting system. Upon concluding their business with Lanke, the buying team proceeded directly to the Wrap Film booth to collect information for their own food wrap buyer.

The “Lew” to whom Lanke referred is Lewis Sterler, president of Hunter Marketing Communications International, and Wrap Film’s North American marketing consultant.

“We’re grateful to Crider, Windsor and the other companies that used our products at the show and actually helped us attract prospects to our own stand,” said Adrian Brown, Wrap Film’s managing director.

Windsor Foods used Wrap Film foil to line their toaster oven as they heated samples of their frozen appetizers. Throughout the show, the foil package was positioned on the front counter of their booth. 
 “It’s just the most convenient place for it,” said a Windsor spokesperson, “and the sleek plastic package works well with the booth decor.” 

Future Talk

Among other participating exhibitors were salad and side-dish company Walker’s Food Products and Seafood America.

In addition to the booths of the cross promotion partners, Wrap Film products were on display in PLMA’s New Product Expo and in the booth of Private Label magazine.

“We’ve never displayed the product of an individual advertiser in our own booth before,” said Private Label publisher Phil Russo, “but we were persuaded to do so by the fact that Wrap Film was advertised in no other U.S. publication. We’re proud that the private label industry’s premier trade publication was selected as Wrap Film’s exclusive advertising medium on this side of the Atlantic.”

Wrap Film’s “The Future of Foil and Film” ad also graced the back cover of Private Label magazine’s Advertiser Booth Guide that was distributed throughout the show and as an insert in the November Show Issue.

Asked about how soon the “Future,” might be, Adrian Brown would say only that talks are under way with several North American retailers. “Of course, Wrap Film’s products are selling quite well in Tesco stores throughout the UK,” Brown said, declining to speculate on when they may also appear in the chain’s more than 50 Fresh & Easy stores in California, Arizona and Nevada.